<p>Vilken betydelse har Celebrity Endorsement för företagens marknadsföringsstrategi?</p><p>Problemformuleringen leder fram till syftet med uppsatsen. Vi kommer nedan att dela upp syftet i tre punkter och dessa är följande, analysera hur användningen av Celebrity Endorsement fungerar i verkligheten, jämföra denna med den tidigare teori som finns inom ämnet, dra slutsatser om teorin skiljer sig från hur användandet går till i praktiken..</p><p>Genom kvalitativa intervjuer har vi samlat in primärdata om hur företag använder sig av kändisar i marknadsföringen. Sekundärdata är hämtad främst ifrån artiklar samt litteratur. Vi har sedan jämfört empirin med den teoretiska referensram vi satt upp och efter detta dragit slutsatser. </p><p>Uppsatsens teoretiska underlag utgörs av den varumärkesuppbyggande processen samt teorier tagna från vetenskapliga artiklar i ämnet Celebrity Endorsement och detta för att få teori som stödjer vår problemformulering och vårt syfte. </p><p>De slutsatser vi kom fram till av studien var att betydelsen av Celebrity Endorsement är väldigt stor för företagen och att kändisen måste motsvara företagens ideal. En annan slutsats vi kom fram till var att företagen inte har någon handlingsplan som minimerar riskerna med att använda sig av Celebrity Endorsement. Vi kom även fram till att företagen arbetar, till synes, omedvetet i förhållande till teorin.</p>

This dissertation research was conducted to help understand this under-researched area particularly in the field of leisure and tourism. It is argued in this study that the celebrity fandom is a novel form of leisure/tourism activity, which should be understood in relation to other leisure and tourism constructs. Two separate models were proposed: one model was concerned with the impacts of celebrity involvement on various tourism perceptions, and the other model investigated the efficacy of celebrity involvement within the constraints-effects-mitigation model. The results corroborated several hypothesized relationships within the first proposed model. The level of celebrity involvement positively affected destination familiarity and visitation intention. Destination images and familiarity were also positively related to visitation intentions. The positive association between affective images and cognitive images was empirically supported as well. However, contrary to the expectation, the posited relationship between celebrity involvement and destination images was not empirically supported. The results supported all the hypothesized relationships within the second model. The level of celebrity involvement positively affects constraints negotiation and frequency of participation in celebrity fandom activities. The study also found that the level of leisure constraints positively influence constraints negotiation and frequency of participation. The positive relationship between constraints negotiation and frequency of participation was empirically supported as well. This dissertation study makes several significant contributions to existing literature in the field of tourism and leisure studies. First of all, it introduces a concept of celebrity fandom to the field of tourism studies. Second, although leisure involvement has received widespread attention over the last two decades, its application to celebrity fandom has gone virtually ignored. Third, in spite of conceptual and operational parallels between leisure involvement and motivation, the possible interchangeability between the two concepts has never been empirically examined. Lastly, this research helps clarify the effects of leisure involvement on the leisure negotiation processes, which eventually contributes to making this mitigation model more comprehensive.

Vilken betydelse har Celebrity Endorsement för företagens marknadsföringsstrategi? Problemformuleringen leder fram till syftet med uppsatsen. Vi kommer nedan att dela upp syftet i tre punkter och dessa är följande, analysera hur användningen av Celebrity Endorsement fungerar i verkligheten, jämföra denna med den tidigare teori som finns inom ämnet, dra slutsatser om teorin skiljer sig från hur användandet går till i praktiken.. Genom kvalitativa intervjuer har vi samlat in primärdata om hur företag använder sig av kändisar i marknadsföringen. Sekundärdata är hämtad främst ifrån artiklar samt litteratur. Vi har sedan jämfört empirin med den teoretiska referensram vi satt upp och efter detta dragit slutsatser. Uppsatsens teoretiska underlag utgörs av den varumärkesuppbyggande processen samt teorier tagna från vetenskapliga artiklar i ämnet Celebrity Endorsement och detta för att få teori som stödjer vår problemformulering och vårt syfte. De slutsatser vi kom fram till av studien var att betydelsen av Celebrity Endorsement är väldigt stor för företagen och att kändisen måste motsvara företagens ideal. En annan slutsats vi kom fram till var att företagen inte har någon handlingsplan som minimerar riskerna med att använda sig av Celebrity Endorsement. Vi kom även fram till att företagen arbetar, till synes, omedvetet i förhållande till teorin.

This dissertation research was conducted to help understand this under-researched area particularly in the field of leisure and tourism. It is argued in this study that the celebrity fandom is a novel form of leisure/tourism activity, which should be understood in relation to other leisure and tourism constructs. Two separate models were proposed: one model was concerned with the impacts of celebrity involvement on various tourism perceptions, and the other model investigated the efficacy of celebrity involvement within the constraints-effects-mitigation model. The results corroborated several hypothesized relationships within the first proposed model. The level of celebrity involvement positively affected destination familiarity and visitation intention. Destination images and familiarity were also positively related to visitation intentions. The positive association between affective images and cognitive images was empirically supported as well. However, contrary to the expectation, the posited relationship between celebrity involvement and destination images was not empirically supported. The results supported all the hypothesized relationships within the second model. The level of celebrity involvement positively affects constraints negotiation and frequency of participation in celebrity fandom activities. The study also found that the level of leisure constraints positively influence constraints negotiation and frequency of participation. The positive relationship between constraints negotiation and frequency of participation was empirically supported as well. This dissertation study makes several significant contributions to existing literature in the field of tourism and leisure studies. First of all, it introduces a concept of celebrity fandom to the field of tourism studies. Second, although leisure involvement has received widespread attention over the last two decades, its application to celebrity fandom has gone virtually ignored. Third, in spite of conceptual and operational parallels between leisure involvement and motivation, the possible interchangeability between the two concepts has never been empirically examined. Lastly, this research helps clarify the effects of leisure involvement on the leisure negotiation processes, which eventually contributes to making this mitigation model more comprehensive.

With the increased number of natural disasters that have plagued the world in recent years, benefits and charities have become forefront in the media and in people’s minds. The most publicized of these charities are ones that invoke the names and the use of celebrities. I intend to discuss how works of charity and philanthropy can be conceptualized as consumption of cultural capital, and how these works can be interpreted in some cases as merely an expedient way to gain social capital or higher social standing within society. Even though this use of munificence has been traditionally frowned upon, I will use Thorstein Veblen, David Riesman, and other social theorists to argue that such misuse is universal and trans-historical. It is important to question the historical and current motivations behind philanthropic or charitable participation, especially by those who can be labeled the socially powerful, because their actions are emulated by the rest of society. Understanding the motivations behind giving is becoming progressively more important for two reasons. First, contemporary society is becoming increasingly more celebrity oriented where recognition is due to conspicuous social status, as opposed to what you have done. Due to this fixation on fame, celebrities influence many aspects of society, including people’s very behavior. The second reason motivations should be explored and questioned is that the incentives behind giving have not previously been explored in-depth, and therefore charity can not be adequately understood. The amalgamation of these two subjects into one topic is in itself important. By doing such, I bring a new perspective to the discourse on celebrity and of giving. This question also needs to be asked since understanding who these people are, and historically were, and why they give to charity, is to understand what charity is, and has evolved into. If givers’ motivations are not properly examined, giving may become just another empty gesture in a multitude of empty gestures, as they are depicted by Jean Baudrillard and other postmodernists.

When Arnold Schwarzenegger muscled his way into the competition for the governance of California in October 2003 many thought it was a joke, or worse, a sign of the devolution of American politics into the lowest form of populism (Louw, 2005; Baudrillard, 2005; Indiana, 2005). Yet, Schwarzenegger’s victory in the recall election is indicative of a history of celebrities in American politics as well as a more widespread ‘culture of celebrity’ that has burgeoned beyond entertainment and into all forms of public life (Andrews and Jackson, 2001; Holmes and Redmond, 2006). While much has been made of celebrity in aiding Schwarzenegger’s successful governance campaign (Hoberman, 2005; Indiana, 2005; Mathews, 2006) remarkably little has been said about the role of his hypermuscular body in facilitating his move into politics. Drawing on theoretical approaches to celebrity, the body and masculinity, I go well beyond the recall election to make connections among Schwarzenegger’s media representations as an exemplar of muscular masculinity and his accruement of immense cultural, political, and economic capital. By analyzing his celebrity images across his career (i.e. bodybuilding, film and politics) I show how he has been depicted as a ‘body of governance’ in various media such as bodybuilding magazines, autobiography, film and the popular press. This longitudinal approach enables me to show how Schwarzenegger’s celebrity images have shifted over time as well as how they have shaped and been shaped by the particular promotional contexts in which they have been created. Moreover, I examine these depictions in relation to discourses about bodies such as race and gender that organise hegemonic concepts of masculinity and shape notions about citizenship and leadership in American culture. By providing insight into the complex discourses that enabled a modern day strong man to barter his body for power, this study enriches understandings of how idealised body images in popular culture disseminate much more than measurements for beauty and success. They shape and are shaped by gendered, racialised, classed and sexualised discourse about what it means to be powerful and carry deeply embedded historical and cultural notions about who is perceived as most fit for American citizenship and best built for governance.

When Arnold Schwarzenegger muscled his way into the competition for the governance of California in October 2003 many thought it was a joke, or worse, a sign of the devolution of American politics into the lowest form of populism (Louw, 2005; Baudrillard, 2005; Indiana, 2005). Yet, Schwarzenegger’s victory in the recall election is indicative of a history of celebrities in American politics as well as a more widespread ‘culture of celebrity’ that has burgeoned beyond entertainment and into all forms of public life (Andrews and Jackson, 2001; Holmes and Redmond, 2006). While much has been made of celebrity in aiding Schwarzenegger’s successful governance campaign (Hoberman, 2005; Indiana, 2005; Mathews, 2006) remarkably little has been said about the role of his hypermuscular body in facilitating his move into politics. Drawing on theoretical approaches to celebrity, the body and masculinity, I go well beyond the recall election to make connections among Schwarzenegger’s media representations as an exemplar of muscular masculinity and his accruement of immense cultural, political, and economic capital. By analyzing his celebrity images across his career (i.e. bodybuilding, film and politics) I show how he has been depicted as a ‘body of governance’ in various media such as bodybuilding magazines, autobiography, film and the popular press. This longitudinal approach enables me to show how Schwarzenegger’s celebrity images have shifted over time as well as how they have shaped and been shaped by the particular promotional contexts in which they have been created. Moreover, I examine these depictions in relation to discourses about bodies such as race and gender that organise hegemonic concepts of masculinity and shape notions about citizenship and leadership in American culture. By providing insight into the complex discourses that enabled a modern day strong man to barter his body for power, this study enriches understandings of how idealised body images in popular culture disseminate much more than measurements for beauty and success. They shape and are shaped by gendered, racialised, classed and sexualised discourse about what it means to be powerful and carry deeply embedded historical and cultural notions about who is perceived as most fit for American citizenship and best built for governance.

When Arnold Schwarzenegger muscled his way into the competition for the governance of California in October 2003 many thought it was a joke, or worse, a sign of the devolution of American politics into the lowest form of populism (Louw, 2005; Baudrillard, 2005; Indiana, 2005). Yet, Schwarzenegger’s victory in the recall election is indicative of a history of celebrities in American politics as well as a more widespread ‘culture of celebrity’ that has burgeoned beyond entertainment and into all forms of public life (Andrews and Jackson, 2001; Holmes and Redmond, 2006). While much has been made of celebrity in aiding Schwarzenegger’s successful governance campaign (Hoberman, 2005; Indiana, 2005; Mathews, 2006) remarkably little has been said about the role of his hypermuscular body in facilitating his move into politics. Drawing on theoretical approaches to celebrity, the body and masculinity, I go well beyond the recall election to make connections among Schwarzenegger’s media representations as an exemplar of muscular masculinity and his accruement of immense cultural, political, and economic capital. By analyzing his celebrity images across his career (i.e. bodybuilding, film and politics) I show how he has been depicted as a ‘body of governance’ in various media such as bodybuilding magazines, autobiography, film and the popular press. This longitudinal approach enables me to show how Schwarzenegger’s celebrity images have shifted over time as well as how they have shaped and been shaped by the particular promotional contexts in which they have been created. Moreover, I examine these depictions in relation to discourses about bodies such as race and gender that organise hegemonic concepts of masculinity and shape notions about citizenship and leadership in American culture. By providing insight into the complex discourses that enabled a modern day strong man to barter his body for power, this study enriches understandings of how idealised body images in popular culture disseminate much more than measurements for beauty and success. They shape and are shaped by gendered, racialised, classed and sexualised discourse about what it means to be powerful and carry deeply embedded historical and cultural notions about who is perceived as most fit for American citizenship and best built for governance. / Education, Faculty of / Kinesiology, School of / Graduate

The celebrity status is seen in a wide variety of domains that ranges from entertainment, to sport, to politic communities. It operates as a way of providing distinctions and definitions of success within those domains (Marshall, 1997). The purpose of the thesis is to investigate the paradigmatic elements of celebrity negative information across different celebrity domains. The word paradigmatic is used because over the years we have seen celebrities killing their careers as consequence of their wild behavior. In the other hand we have also seen celebrities booming their careers. This thesis is an attempt to improve our understanding on which factors are of relevance when celebrities’ meltdown causing potential sources of troubles to stakeholders related with them. In summations the objective is finding patterns among the paradox and inconsistencies over the years of real life celebrity cases. We first analyze how the consumptions of celebrity offering yields different type of values to consumers that construct an OVP optimal value point. This OPV can be seen as a combination of enabling attributes and enhancing attributes. Enabling attributes such as “quality and efficiency” are a must for a human brand to even achieve celebrity status. The enhancing type of attributes such as “ethics or charity” bring that extra mile or added value not necessary to obtain success but beneficial to their overall image. In addition a discussion if celebrity negative information caused by illegal or immoral behavior can lead to value destruction affecting consumption patterns is presented whereas a qualitative study based on real life cases was carried out. The results showed that “consistency” with the celebrity previous behavior and image are crucial to anticipate how the consumers will react to a case of negative celebrity information. The celebrity “domain” revealed some tolerance bringing or blocking effect towards negative celebrity information. In conclusion this exploratory study is a good starting point to prove that not all negative celebrity information is negative to a celebrity and thus there is no general recipe to study these incidents. By bringing a framework like the one presented it is easier to isolate and study one case at a time. At the end of the paper we applied the framework and anticipated the response of Swedish consumer’s to a real drugs case scandal involving a singer.

Recent allegations surrounding Bill Cosby presented an opportunity to combine, test, and extend situational crisis communication theory typology and image repair theory response strategies for celebrity use. Because Cosby did not respond to the numerous allegations against him, it presented an opportunity to experiment with new and existing typologies using a real case, as opposed to analyzing past response attempts or using a hypothetical case. This study used a 2 X 4 factorial design to test veracity of claims, a proposed concept, and response strategies via survey. Even though none of the hypotheses were supported, the present study opened up a number questions for future researchers to explore and further expand crisis communication theories and typologies.